Brand relevance and the effects of product proliferation across product categories
Year of publication: |
2020
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Authors: | Zhao, Yanhui ; Zhang, Yufei ; Wang, Joyce ; Schrock, Wyatt A. ; Calantone, Roger J. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 48.2020, 6, p. 1192-1210
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Subject: | Product proliferation | Brand relevance in category | Brand sales | Customer-based brand equity | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Marketingmanagement | Marketing management | Produktmanagement | Product management |
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